iCrossing Partners with Media6° to Connect Brands with “Friends of Friends”

16/06/09

London June 15, 2009 - Digital marketing agency iCrossing today announced a partnership with Media6° (www.media6degrees.com), the technology company that maps the global social graph to provide major brand marketers with scalable customized audiences. 

The agreement enhances iCrossing’s Performance Display offering to include Media6° targeting capabilities, which connect a brand’s existing customers with user segments composed entirely of consumers who are interwoven via the social graph.  As an early adopter of the Media6° platform, iCrossing will now be able to reach people who have expressed interest in a particular brand, product or service, as well as people with whom that individual is connected within social media networks.  It has been proven that because people connected within social networks share powerful demographic and psychographic traits, these “friends of friends” respond to advertising messages at dramatically higher rates than those targeted with traditional demographic or geographic methods. 

The partnership also enables iCrossing to uniquely conduct search-based social-retargeting, matching paid search ad performance data with Media6° data, to more efficiently target only the highly qualified potential network neighbours that are connected to the target user.

In a social retargeting test using Media6° Social AudienceTM technology for several major brands in the travel, financial services and retail verticals, iCrossing was able to increase the return on investment for performance display media campaigns by more than 50 percent.

“Since the beginning of time, people have gravitated toward others with similar interests and online relationships are no different,” said Dax Hamman, vice president display media, iCrossing. “This partnership is a major step toward helping brands leverage social networks to engage consumers. With the Media6° platform, iCrossing can zero in on those users who are most likely to be receptive to a brand’s message.”

“Traditional display media resembles a brand shouting at the crowd, the theory being if you shout loud enough and long enough then someone who is interested will hear you. Performance Display works more like search, responding to an individual’s needs,” continued Hamman. “The Media6° technology will help us build ‘custom crowds’ of targeted individuals that surround our clients’ brands.”

“iCrossing has led the industry in using the insights gained in search across all digital marketing channels,” said Kathy Leake, co-founder of Media6°. “They are the perfect partner to show how social media insights can also drive ROI for brands.”

For more information:

Parys Communications

020 8875 7960

About iCrossing

iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid search and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight to create integrated digital marketing programs that engage consumers and drive ROI.

iCrossing clients include world-class brands such as The Coca Cola company, HBOS, Toyota and Virgin. Headquartered in Scottsdale, Arizona, the company has 550 employees in 12 offices in the US and Europe, including 97 employees in the UK.

Find out more at www.icrossing.co.uk or contact us on +44 (0)1273 827 700 or resultsREMOVE@icrossing.coME.uk

About Media6° 

Media6° (media6degrees.com) provides major brand marketers scalable, bespoke audiences using the power of social graph data. The New York-based company is backed by $10M in funding from Venrock, U.S. Venture Partners, Contour Venture Partners, Coriolis Ventures and several prominent angel investors.

Categories: Press Release

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